商业计划书：Strategic Marketing Planning
Strategic Marketing Planning
2009/2010
Strategic Marketing Planning
Dear All,
It is my pleasure to welcome you to the Strategic Marketing Planning module.Thesis is provided by UK thesis basehttp://www.ukthesis.org/ The module promises to introduce you to the key aspects of strategic marketing planning, as well as an opportunity to put your skills to the test by working with a live client. The module will be delivered via workshops, where a variety of methods will be used. Active learning will be encouraged and therefore you can expect to be engaged in group debates (in class and online) and to be undertaking research alongside the taught element of the module. In addition, it is vital that you reflect on your own experience in the workplace and relate this to the theory.
I do hope that you enjoy the module and if I or the module team can be of any assistance then please do not hesitate to contact us.
I am very much looking forward to working with you all.
Best of luck with your studies
Noel Dennis
The Module Team
Module Leader
Noel Dennis
Principal Lecturer in Marketing
Teesside Business School
Telephone 00 +44 (0) 1642 342811
E Mail [email protected]
Module Tutor
David S Allison
Senior Lecturer in Management
Chartered Marketer
Teesside Business School
Telephone 00 +44 (0) 1642 342913
E Mail [email protected]
Module Aims
On completion of this module students will have accrued skills in the following area :
• Understand the business planning process
• Prepare strategic marketing plans
• To understand the role of improvisation and flexibility in strategic marketing planning
• Appreciate the role of the management Consultant
• Analyze Case-Study material for Decision-Making
• Develop team and presentation skills
Module Learning Outcomes
Knowledge and Understanding
• Demonstrate originality in the application of marketing knowledge and skills
• Demonstrate a critical understanding of the breadth and depth of knowledge in marketing and critical awareness of current problems/issues
Cognitive & Intellectual Skills
• Able to integrate and synthesise Knowledge, concept, theory and practice and apply to solving complex problems
Practical/Professional Skills
• Operate ethically in complex situations
• Act autonomously in planning and implementing tasks at a professional level#p#分页标题#e#
Key Transferable Skills
• Plan and manage own learning
• Communicate complex issues clearly to a specialist or non-specialist audience
• Collaborate effectively with others
Indicative Content
• Strategic marketing
• Planning models/processes
• Strategic Marketing Planning Models
• Financial projections/statements
• Preparing plans
• Strategic marketing planning and business planning
• Improvisation and flexibility
• Consultancy practice
• Critical strategic marketing issues
• Working with a live client
Assessment Strategy
Presentation (40%)
Individually, you will deliver a 20 minute presentation to the module teaching team and, subject to availability, a member of staff from Jazzwise. The presentation content should be an overview of your strategic marketing plan for Jazzwise. You will have the opportunity to defend your plan, post-presentation, in a rigorous question and answer session.
Marketing Plan (60%)
You are required to support your presentation with the production of a detailed written Strategic Marketing Plan, which will provide the client with a clear strategy, rationale and programme of implementation at both the strategic and tactical level. Your plan should not exceed 4,000 words and should be structured using one of the many SMP frameworks. Remember, this is a live brief and the work MUST be of a professional standard.
NOTE: the brief will be issued in early December 2009
Learning Strategy
Lectures will provide students with the fundamental knowledge and understanding to successfully complete the moduleThesis is provided by UK thesis basehttp://www.ukthesis.org/. The lecture programme is supported by Tutorials where the module leader will support individual groups in the development of their ideas and plans. This is further supported by a programme of student-led case-studies, where the groups will prepare and manage the de-brief process.
The Reading List
*Brenan R, Baines, Garneau, P & Vos, L, (2008) Contemporary Strategic Marketing, 2nd edition, Hampshire, Palgrave Macmillan
Brown, S, (2006), The Marketing Code, London, Cyan
Brown, S, (2007), Agents and Dealers, London, Cyan
Brown, S, (2006), The Lost Logo, London, Cyan
Brown, S, (2005), Writing Marketing: Literary Lessons from Academic Authorities, London, SAGE
Burk Wood, M, (2007), Essential Guide to Marketing Planning, London, Prentice Hall
Doyle, P & Stern, P (2006) Marketing Management and Strategy, 4th edition, London, Prentice Hall#p#分页标题#e#
Doyle P, (2000), Value-Based Marketing, London, Wiley.
Drummon, G, Ensor, J (2003), Strategic Marketing: Planning and Control, Oxford, Butterworth-Heinemann
*Gilligan, C, Wilson, R, (2003), Strategic Marketing Planning, London, Butterworth-Heinemann
Hollensen, S, (2006), Marketing Planning: A Global Perspective, London, McGraw-Hill
*McDonald, M, (2008), Malcolm McDonald on Marketing Planning, London, Kogan Page
*McDonald, M, (2006), Marketing Plans: How to Prepare Them, How to Use Them, 6th Ed, London, Butterworth-Heinemann
McDonald, M and Dunbar, I, 2004, Market Segmentation: How to Do It, How to Profit from It, London, Butterworth-Heinemann
Piercy, N, (2002), Market-led Strategic Change, London, Butterworth-Heinemann
Saren, M, et al (2007), Critical Marketing. Defining the filed, London, Butterworth-Heinemann
Stutely R, (2002), The definitive Business Plan, 2nd Ed, London, Prentice Hall
Tadajewski, M, Brownlie, D, (2008), Critical Marketing: Issues in Contemporary Marketing, Chichester, Wiley
Wood, M, (2004), Marketing Planning: Principles into Practice, London, Prentice Hall
Ward, K, (2004), Marketing Finance: Turning Marketing Strategies into Shareholder Value, London, Butterworth-Heinemann
* Highly recommended
Journals
Journal of Marketing Management
Journal of Strategic Marketing
European Journal of Marketing
Journal of Marketing
Marketing Letters
Marketing Intelligence and Planning
The Marketing Review
Marketing Theory
Websites
www.cim.co.uk
Module Teaching Plan
Strategic Marketing Planning
( )
Week Number Date Week Starts (Mondays) Lecture Theme Tutor
1 05.10.09 B
2 12.10.09 L
3 19.10.09 O
4 26.10.09 K
5 02.11.09 Module Overview:
Consulting Process Noel Dennis and David Allison
6 09.11.09 Consulting Skills and Effective Communication David Allison
7 16.11.09 The Concept of strategy David Allison
8 23.11.09 Graduation Ceremony Self-Managed
9 30.11.09 Competitive Advantage: A market-Based Perspective David Allison
10 07.12.09 Assessment Briefing Noel Dennis and David Allison
11 14.12.09 Strategic Analysis 1 David Allison
21.12.09 CHRISTMAS
12 11.01.10 Strategic Analysis 2 David Allison
13 18.01.10 Strategic Direction and Evaluation David Allison
14 25.01.10 *Guest Speaker Professor Colin Gilligan
15 01.02.10 Financial Aspects of Marketing Mike Ashwell
16 08.02.09 ACADEMIC SUPPORT WEEK
17 15.02.10 Assessment: interim progress check Noel Dennis and David Allison
18 22.02.10 Seminar Discussion Noel Dennis
19 01.03.10 Seminar Discussion Noel Dennis
20 08.03.10 Seminar Discussion Noel Dennis
21 15.03.10 Assessment Workshop Noel Dennis
22 22.03.10 Assessment Workshop Noel Dennis#p#分页标题#e#
29.03.10 EASTER BREAK
05.04.10 EASTER BREAK
23 12.04.10 *Presentations Noel Dennis and David Allison
24 19.04.10 *Presentations Noel Dennis and David Allison
25 26.04.10 *Presentations Noel Dennis and David Allison
26 03.05.10 Module Close Noel Dennis and David Allison
*subject to availability
NB: the marketing seminar series will be decided nearer the time, in order to accommodate topical issues etc. a separate handbook will be issued.
*Presentations will be scheduled around this time, but exact dates will be decided in due course.
The Seminar Series
The Seminar Series
A warm welcome
Welcome to the seminar series for this module. This aspect of the module examines some of the crucial theoretical contributions to strategic marketing (and planning) and is delivered by you, the student! The aim is to build excellent critical thinking and presentation skills, which are two very important skills a postgraduate marketing student should hold.
I am sure that you will enjoy the forthcoming seminars and will treat these as an opportunity to further your own and your peers’ knowledge of marketing. All of the academic papers are on Blackboard and you are kindly requested to print these and read them prior to the sessions, Custom Thesis，Custom Dissertation，in order for you to contribute fully to discussions. Presentations will be informal in nature and will provide an opportunity for us all to debate the dynamic subject of marketing.
Exciting times ahead!
Best of luck
Noel
Strategic Marketing Planning
The objective of this session is to critically evaluate two approaches to strategic marketing planning.
Read and critique the following journal articles
McDonald, M. (1996), Strategic Marketing Planning: Theory, Practice and Research Agendas, Journal of Marketing Management, 12. pp 5-27
Piercy, N & Morgan, N. (1990), Organisational Context and Behavioural Problems as Determinants of the Effectiveness of the Strategic Marketing Planning Process, Journal of Marketing Management, 6, no 2, pp 127-143
Questions you may wish to consider
1) Compare and contrast the arguments/ideas in both papers
2) The evolution and importance of strategic marketing planning for organisations
3) Examples of theory into practice
4) Future research agendas inStrategic Marketing Planning
The objective of this session is to critically evaluate the idea of flexibility in strategic marketing planning
Read and critique the following journal articles:
Brooksbank, R, (1990). Marketing Planning: A Seven – Stage Process. In: Marketing Intelligence & Planning Vol. 8, n. 7, pp. 21-29#p#分页标题#e#
Dennis, N. K and Macaulay, M. J. (2003). ‘Jazz and marketing planning’, Journal of Strategic Marketing, Sep2003, 11, 3, pp.177-186
Questions you may wish to consider.
1. Provide a thorough analysis of the article
2. The value of the jazz metaphor
3. The importance of flexibility in planning: the Jazzer and Reader model
4. Identify and discuss examples of good practice re strategic marketing planning in organisations
Strategic Marketing Planning
Marketing Myopia
The objective of this session is to critically evaluate the Levitt’s theory of “Marketing Myopia”.
Read and critique the following journal articles:
Levitt, Theodore (1960). “Marketing Myopia”, Harvard Business Review, 38 (July/August), pp.45-56.
Brown, S (2005). Reconsidering the classics: reader response to “Marketing Myopia”, Journal of Marketing Management, 21, pp.473-487.
Questions you may wish to consider.
1) Provide a detailed analysis and explanation of Levitt’s article
2) Analyse the article by Brown (2005) and comment on his findings
3) What approach may a ‘myopic’ organisation take to SMP?
4) Does “Myopia” continue to be a problem for organisations today? Custom Thesis，Custom Dissertation，Provide examples if appropriate.
